Home care in 2024: The big picture
The market for home care in Lithuania remains saturated, with few areas offering opportunities for significant volume growth. Nevertheless, the market experienced positive expansion in current value terms, driven by a decline in inflation and rising wages, which served to enhance household spending.
2024 key trends
Within laundry detergents, liquid tablets was the only segment to see positive retail volume growth in 2024. These liquid alternatives are perceived as more efficient than both powder and standard liquid detergents, both of which are losing market share.
Competitive landscape
Home care in Lithuania is dominated by major international players such as Henkel Latvia SIA, The Procter & Gamble Co, and Reckitt Benckiser Group Plc. In the automatic dishwashing tablet segment, Finish (Reckitt-Benckiser) and Somat (Henkel) continue to compete aggressively on price, with Lithuanian consumers often purchasing products at discounts of up to 50%.
Retailing developments
Supermarkets remained the primary distribution channel for home care products in Lithuania, followed by hypermarkets and convenience retailers, while small local grocers lost market share over the review period. Competition within modern retail is intensifying, with Maxima continuing to dominate the retail landscape and Norfa showing strong performance.
What next for home care?
Home care in Lithuania is expected to see a flat performance over the forecast period. The market is already highly saturated, with limited room for significant volume growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Lithuania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Lithuania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Lithuania?
- Which are the leading brands in Home Care in Lithuania?
- How are products distributed in Home Care in Lithuania?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Lithuania
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Air Care in Lithuania
KEY DATA FINDINGS
Air care stagnates amid rising maturity
Changing lifestyles limit demand
Global leaders dominate but private label holds ground
Stagnation to continue, in light of environmental concerns
Premiumisation could drive value growth
Expanding variety of scents in grocery retail
Bleach in Lithuania
KEY DATA FINDINGS
Further losses in 2024 amid changing consumer preferences
Growing threat of colour-safe laundry bleach
Procter & Gamble's Ace brand faces growing competition
Further decline for bleach
Limited scope for product innovation and shift towards generic alternatives
Availability of bleach will decline as retailer focus shifts towards higher value products
Dishwashing in Lithuania
KEY DATA FINDINGS
Strong growth in automatic dishwashing drives sales
Price competition limits opportunities for new entrants
Lack of interest in dishwashing additives
Automatic dishwashing to drive growth
Hand dishwashing will remain relevant
Focus on multifunctionality, but price could represent a challenge
Home Insecticides in Lithuania
KEY DATA FINDINGS
Continued strong performance in 2024
Sprays/aerosols remain preferred option, despite growing consumer concerns
International companies maintain their stronghold
Weather patterns will shape home insecticide sales
Competition will remain limited
Few opportunities for innovation
Laundry Care in Lithuania
KEY DATA FINDINGS
Market stabilises with slower price growth
Fabric softeners make a comeback
Liquid tablet detergents see strong sales growth, driven by robust marketing and promotions
Flat performance for laundry detergents
Further migration from powder to liquid detergents
Limited opportunities for new product development
Polishes in Lithuania
KEY DATA FINDINGS
Polishes continue to decline as consumers opt for simpler cleaning solutions
Waning demand for shoe polish
Increase in sales through footwear specialists
Continued stagnation expected
Erdal is poised to make further gains as shoe polish market contracts
Furniture and metal polishes will remain niche
Surface Care in Lithuania
KEY DATA FINDINGS
Mixed performance for surface care
Product preferences remain consistent
Reckitt Benckiser maintains its lead
Limited growth opportunities in saturated surface care market
Window/glass cleaners to see strong performance
Consumers will favour versatile solutions
Toilet Care in Lithuania
KEY DATA FINDINGS
Flat performance for toilet care despite constant promotional activity
Rim blocks drive growth
Limited innovation, but eco-friendly products show potential
Continued sluggish performance
Minimal innovation expected with focus on marketing claims
Competition from alternative cleaners
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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